Heineken and Formula One Management have reached an agreement for Heineken to become global partner of Formula 1. This significant partnership will start this year at the newly renamed Formula 1 Gran Premio Heineken D’Italia 2016, in Monza, and run for a multi-year term.
From the 2017 season onwards, Heineken will be the F1 event title partner og three Formula 1 Grand Prix. It will also have a significant presence at several additional F1 events chosen by Heineken and Formula One Management. Heineken will be the exclusive global beer partner of Formula 1. Heineken will not be visible on any F1 cars.
Heineken will create fully integrated global F1 ‘Open your world’ manifesto and “If You Drive, Never Drink” campaigns. Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.
Bernie Ecclestone said at the announcement; “Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 Events. We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken”.
Central to the partnership will be a clearly articulated and compelling ‘responsibility’ message. The Formula 1 global platform will provide Heineken with even greater opportunities, globally and locally, to drive positive change. Consumers will be left in no doubt that Heineken and Formula 1 are both clear; “If You Drive, Never Drink”.
— Formula 1 (@F1) 10. juni 2016